Cobra launches AMP Cell driver

CARLSBAD, Calif. – Cobra is taking adjustability to a new level with its AMP Cell driver family, which will offer golfers more loft-adjustment choices that anything currently on the market.

The AMP Cell is adjustable between 8.5 and 11.5 degrees, and the companion AMP Cell Pro is adjustable between 7.5 and 10.5 degrees.

Cobra says that no matter which loft is chosen, the face of the drivers will remain square (except for draw or fade settings, in which case the face will be slightly closed or open, respectively).

And that’s not all. The AMP Cell will be available in four head colors (blue, silver, orange and red), and the AMP Cell Pro will be sold in two colors (silver and orange). The AMP Cell family will be available at retail Feb. 8.

Drivers will become the centerpiece of the equipment marketplace in 2013, as several companies are expected to expand the adjustable capabilities of their products. This creativity is what USGA senior technical director Dick Rugge had in mind 10 years ago, when he said adjustability was the future of the game.

The Cobra AMP Cell drivers are the product of a design team led by Tom Preece. Changing lofts quickly with a torque wrench, the regular model has six loft settings (8.5, 9.5, 9.5 Draw, 10.5, 10.5 Draw and 11.5) indicated on the hosel. The Pro model also has six settings (7.5, 8.5, 8.5 Fade, 9.5, 9.5 Fade, 10.5).

If a golfer chooses one of the two Draw settings on the AMP Cell or one of the two Fade settings on the AMP Cell Pro, the face still appears square at address but has a slight draw or fade bias, thanks to Cobra’s SmartPad technology. All the other settings are accompanied by a square face, according to Cobra.

The size of the AMP Cell driver is 460 CCs, and the AMP Cell Pro is more compact at 440 CCs.

Stock shaft for the AMP Cell is the Fujikura Fuel, and the AMP Cell Pro comes with a Mitsubishi Kuro Kage. Standard lengths are 45.75 inches for the AMP Cell and 45.25 inches for the AMP Cell Pro.

The retail cost of the drivers will be $299 for the regular model and $399 for the Pro model. A non-adjustable AMP Cell offset model (with lofts of 10.5 or 11.5 degrees) will be sold for $249.

The AMP Cell family includes fairway woods and hybrids — which also will feature a variety of loft settings — as well as two iron models.